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Marketing case analysis
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Case Analysis Rubric
PRODUCT AND BRAND MANAGEMENT
POOR – 1 AVERAGE – 2 GOOD – 3 EXCELLENT – 4
Identification of the Main Issues/ Problems
(15%)
Incomplete analysis of the issues
Poorly identified primary problem. Immediate and/or primary problems are not presented.
(7%)
Identifies and understands some of the issues in the case
study The analysis indicated that some issues are more important than
others but did not explain why.
(10%)
Identifies and understands all of the main issues in the case
study The analysis indicated that some issues are more important than
others but did not explain why.
(12%)
Identifies and understands all of the main issues in the case
The analysis indicated that some issues are more
important than others and explained why.
(15%)
Problem Analysis (20%)
Problems are dissected to analyze key factors, to find
out root causes of these issues
No analysis is offered. Only facts
are repeated without scrutiny.
(8%)
At least one problem is analyzed adequately, however superficial
analysis of rest of the issues in the case.
Analysis needs more critical attention.
(12%)
Each problem is analyzed well.
Thorough analysis of some of the issues.
(15%)
Each problem is analyzed thoughtfully and
thoroughly. Insightful identification of the
sources of all issues (root cause). (20%)
Alternatives (15%)
This is for brainstorming.
Identifies few, if any alternatives listed or not all
aspects of identified problems
are addressed. (7%)
Only one adequate alternative is offered.
(10%)
More than one good alternative is proposed
for each issue. (12%)
Each alternative suggests clear action. A few
thoughtful alternatives are offered for each issue.
(15%)
Evaluation of Alternatives
(15%) Arguments are provided for and against each alternative.
Pros and cons are not provided for each alternative. Some are weak.
(7%)
Pros and cons are provided for most
alternatives. Most key points are convincing.
(10%)
Pros and cons are provided for each
alternative and are, overall, generally
convincing. (12%)
Pros and cons are provided for each
alternative and each is very convincing.
(15%)
Recommended Course of Action
(25%) Develop the most
effective, efficient, and feasible combination of alternatives to solve the
problems within boundaries of the firm’s
objectives.
Recommendations are not clear or are
not supported. (11%)
Recommendations are clear but support is not
well developed. They need attention regarding who will
implement them, how they’ll be implemented, and what needs to get
done. (16%)
Recommendation is clear and supported.
(20%)
Recommendations are clear and completely
supported. They are directly
responsive to problems and provide effective, efficient, and feasible.
(25%)
Mechanics (structure, grammar and
spelling) (5%)
Careless; report contains many
structural, grammatical, or spelling errors.
(2%)
Marginal; report contains 3-5 structural, grammatical or spelling
errors. (3%)
Few grammatical errors exist and don’t
impede meaning. (4%)
Excellent; report contains no structural, grammatical
or spelling errors. (5%)
Format and Organization
(5%)
Writing is disorganized with
poor flow (2%).
Writing is somewhat organized but contains
some weak areas. (3%)
Writing is organized. (4%)
Writing is organized, Interesting , and easy to
read. (5%)
